Optimove: Europe sees retention rebounds in September after August's post-World Cup dip
Analysis of an average of 6.2 million monthly players reveals sports betting momentum continued for a second consecutive month in Greece, Spain and the UK, while activity days increased in Italy
This report covers average deposit amount, average total monthly casino betting amount, average total monthly sports betting amount, average number of activity days per active player, and average active customer retention rate across four European markets: Greece, Italy, Spain and the United Kingdom. The analysis spans the 12 months to September 2026, and is based on an average of 6.2 million active players per month.
Key findings and insights
- Retention rebounds across the region: Retention recovered in all four markets in September after August’s expected post-World Cup dip.
- Sports betting momentum continues: Sports betting amounts grew for a second consecutive month in Greece ($813), Spain ($726) and the UK ($345) as domestic league seasons got underway. Operators can lean into the football calendar with sports-led promotions and cross-sell journeys that lead returning bettors into casino.
- Engagement rises while deposits hold steady: Activity days increased in Italy, Spain and the UK, and deposits stayed close to August levels in every market.
EU: Average deposit amount
Greece led the region throughout the period, with deposits ranging from $515 in June to a peak of $618 in December 2025, roughly double the levels seen in the other three markets. Italy stayed in a narrow band between $295 and $334. Spain dipped to a low of $254 in July before recovering to a 12-month high of $324 in August. The UK climbed from a low of $220 in April to $283 in May and has stayed above its 12-month average since August.
In September, deposits held close to August levels. Greece decreased from $580 to $577 and Italy from $308 to $302. Spain’s decrease from $324 to $309 was a 4.6% decline that still left Spain above its 12-month average of $292. The UK was the only market to grow slightly, going from $279 to $281.
Countries’ overall averages:
- Greece: September 2026: $577; 12-month trailing average:$561
- Italy: September 2026: $302; 12-month trailing average:$312
- Spain: September 2026: $309; 12-month trailing average:$292
- UK: September 2026: $281; 12-Month Trailing Average: $257
Definition of average deposit amount: The average deposit amount is calculated by taking the total sum of all deposits and dividing it by the number of sports and casino bettors (players) who have made at least one deposit.
EU: Average total monthly casino betting amount
Spain recorded the highest casino bet amounts in the region every month, with a 12-monthly trailing average of $3,188, followed closely by Greece with an average of $2,854. Italy moves in the middle tier, settling between $1,598 and $1,874. The UK ranged from $1,097 in November to a high of $1,405 in May.
September brought a modest pullback in most markets. Spain decreased from $3,511 to $3,376 and Greece from $2,971 to $2,909, while the UK from $1,321 to $1,232. Italy was the exception, rising 4.2% from $1,681 to $1,751. Greece, Spain and the UK all remained above their 12-month averages.
Countries’ overall averages:
- Greece: September 2026: $2,909; 12-month trailing average: $2,854
- Italy: September 2026: $1,751; 12-month trailing average: $1,759
- Spain: September 2026: $3,376; 12-month trailing average: $3,188
- UK: September 2026: $1,232; 12-month trailing average: $1,222
Definition of total monthly casino bet amount: The average casino bet amount is the total sum of all casino bets divided by the number of bettors who have placed at least one casino bet.
EU: Average total monthly sports betting amount
Greece led the region with the total sports betting amount peaking at $932 in October 2025 before easing to a low of $596 in June 2026 as the domestic season ended and World Cup diluted the average. Spain followed a similar path, from $765 in February to a low of $509 in July. Italy ranged between $426 and $522, while the UK stayed between $293 and $384. Greece, Spain and Italy all reached their lowest levels in June or July before recovering in August.
The recovery continued in September. Total sports betting amount in Greece rose 7.5% from $756 to $813, moving back above its 12-month average, and Spain grew from $706 to $726. The UK held steady at $345, in line with its trailing average. Italy dipped slightly from $448 to $441.
Countries’ overall averages:
- Greece: September 2026: $813; 12-month trailing average: $802
- Italy: September 2026: $441; 12-month trailing average:$471
- Spain: September 2026: $726; 12-month trailing average: $695
- UK: September 2026: $345; 12-month trailing average:$345
Definition of total monthly sport bet amount: The average sport betting amount is the total sum of all sports bets divided by the number of bettors who have placed at least one sports bet.
EU: Average number of activity days per active player
Greek players were consistently the most active in the region, ranging from 11.0 days in February to 12.4 days in December 2025. Spain ranged from 8.0 days in July to 9.8 days in March. The UK moved between 7.4 days in April and 9.1 days in December, while Italy stayed in the narrowest band, between 7.5 and 8.4 days.
Activity days rose in three of the four markets in September. Spain increased from 8.3 to 9.0 days, Italy from 7.6 to 8.0, and the UK from 8.5 to 8.7, with Italy and the UK now above their 12-month averages. Greece was broadly stable, moving from 11.3 to 11.2 days.
Countries’ overall averages:
- Greece: September 2026: 11.2; 12-month trailing average: 11.6
- Italy: September 2026: 8.0; 12-month trailing average:7.8
- Spain: September 2026: 9.0; 12-month trailing average: 9.1
- UK: September 2026: 8.7; 12-month trailing average: 8.4
Definition of average activity days: The total number of activity days divided by the number of casino and sports bettors who have at least one activity day.
EU: Average active customer retention rate
Retention was steady for most of the period, with Greece leading between 80% and 85% and Italy holding between 78% and 83%. Spain and the UK fluctuated more, with the UK dipping to 66% in May, and Spain to 57% in August, as the mass of casual players who joined during the World Cup became less active.
September saw a broad recovery. Spain rose from 57% to 80%, matching its 12-month high, and the UK from 69% to 79%. Greece improved from 80% to 83% and Italy from 78% to 81%. Spain, Italy and the UK all finished above their 12-month averages.
Countries’ overall averages:
- Greece: September 2026: 83%; 12-month trailing average: 84%
- Italy: September 2026: 81%; 12-month trailing average: 80%
- Spain: September 2026: 80%; 12-month trailing average: 76%
- UK: September 2026: 79%; 12-month trailing average: 77%
Definition of active retention rate: The percentage of casino and sports bettors who were active in the preceding month and remained active in the current month.